Tag heuer STP analysis
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STP analysis
Ankush Goel
BABM4
1502
Universal Business School
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About
Established 1860
Founder Edouard Heuer - Heuer Watchmaking Inc.
1887 Oscillating pinion invention
1911 patent time of trip
ABOUT
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1916 most accurate stop watch
1962 #1 Swiss watch to go in space
1963 Carrera launched
1969 Calibre 11 launched
1999 Heuer became Tag Heuer
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STPMarket segmentation process of dividing an entire market up into different customer
segments.
Tag Segment Luxury Sports watches segment across the world
Targeting target market is a group of customers a business has decided
to aim its marketing efforts and ultimately its merchandise
towards
Tag Target Young Men & Woman from High Income group
Positioning Positioning make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.
Tag Position Prestige Sports watch
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Grand Carrera
1964 Carrera and TAG Heuer's motor racing lineage. Unconventional Rotating System. COSC-certified chronometers
SEGMENTATION TARGET POSITIONING
Sports Aficionados High class motor sport lovers wanting accurate extremely precise chronometers
Age: >40
Super premium sports watch with high accuracy
The ultimate sports watch
3.9Lac-6.9Lac
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Monaco
1969 first square waterproof AUTOMATIC CHRONOGRAPH
Monaco V4, the world's first timepiece with a belt-driven transmission.
SEGMENTATION TARGET POSITIONING
Celebrities and High income people
People who like attaining the pleasure of owning something unique, innovative
Unique watch with a beautiful design and disruptive innovation
4.37Lac-60.48Lac
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Carrera
1963, Jack Heuer created the Carrera as a tribute to the epic Carrera Pan Americana Mexico Race. Carrera Calibre 1887, award-winning in-house movement.
SEGMENTATION TARGET POSITIONING
Business Class People who look for a sophisticated luxury watchThat compliments there position
The best combination of style luxury comfort and status
1.5Lac-6.2Lac
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Ultimate watch for active lifestyles.
professional dive watch
offers unrivalled reliability, utility and ruggedness.
Aqua Racer
SEGMENTATION TARGET POSITIONING
Water sport lovers People who want a professional luxury dive watch
Premium reliable professional dive watch
94k-4.3lac
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Directly inspired by high performance F1 automotive technology, TAG Heuer Formula 1 series has all six characteristics of a professional sports watch, with bold, contemporary style to match today's lifestyles.
Formula 1
SEGMENTATION TARGET POSITIONING
Introduction to the luxury watch segment
20-30Young people with high aspirations
Sturdy Premium sports watch with exceptional Design
63k-2.18Lac
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The elegant LINK, an international reference for comfort and ergonomics. Its signature S-shaped bracelet is instantly recognizable the world over. The bracelet's ergonomic design is a serious pleasure to wear. Charismatic. Elegant. Unique.
Link
SEGMENTATION TARGET POSITIONING
Corporates who believe in simplicity
Age- 35-45Simplicity
Comfortable Light weight sleek premium watch with clear display
1.48Lac-2.99Lac
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Trans Ocean
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Master
Conquest
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Heritage
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Speed master Sports
Speed master
Sea master
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Perceptual Map luxury
Premium
sporty classic
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Luxury
Premium
Sporty Classic
Sporty
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References
http://us.tagheuer.com/
https://shop-us.tagheuer.com/en/watches.html
http://www.ethoswatches.com
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